Patrick Roubroeks has a curious and creative look to the world around him. He sees and grabs opportunities where someone else wouldn’t see them. He combines and switches effortless between the world of events and the world of marketing communication.
Roubroeks is an advisor in the world of ‘art and culture’ and frequently gives readings titled ‘Inspiration 2.0’. He also writes monthly columns for professional journals like FZ, EventBranche, High Profile and Greater Venues. For the last two years, Roubroeks has been a chairman of ‘De Grote Prijs van Nederland’, chairman of the board of the ‘Amsterdam Poëziefestival’, and a board member of the ADCN (Art Directors Club Nederland).
Q: What do you love about your job the most?
At XSAGA, we are passionate about people and brands. We connect the two and put them in the spotlight. When we develop creative concepts, we like to think outside the traditional boxes of marketing communications and we refuse to be limited by existing boundaries in the field of live communications. We think beyond any particular media and believe in making a real connection with people and brands. This is how we build the bridge between the commercial message and the soul of the audience.
Q: By your opinion, what is live marketing’s best advantage?
Nothing beats the real stuff. Real contact with real people is the king. Who doesn’t remember his first kiss? Do I need to say more?
Q: How have the best live marketing events you have attended so far made you feel?
The best events connected me with a message. A message that I took home, shared with friends and keep close to my heart for the time to come.
Q: Looking at your bucket list, what is the one thing that you really wish to cross off by the end of 2018?
Going to the Bolshoi Ballet in Moscow.
Q: If you could have dinner with anyone (alive or dead), who would you have dinner with and why?
I would love to sit in the car together with James Corden and Paul McCartney on our way to a fastfood restaurant.
Q: What are you bringing to Conventa Crossover?
Ambition and humor about our profession in the field of live communication.
Q: What would you share with our participants if you would have only a one minute lecture?
“Nothing is original. Steal from anywhere that resonates with inspiration or fuels your imagination. Devour old films, new films, music, books, paintings, photographs, poems, dreams, random conversations, architecture, bridges, street signs, trees, clouds, bodies of water, light and shadows. Select only things to steal from that speak directly to your soul. If you do this, your work (and theft) will be authentic. Authenticity is invaluable; originality is non-existent. And don’t bother concealing your thievery – celebrate it if you feel like it. In any case, always remember what Jean-Luc Godard said: “It’s not where you take things from – it’s where you take them to.”